Personal sell pt1 3 dec03

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  • Personal sell pt1 3 dec03

    1. 1. Personal Selling & Sales Management Part 1 of 3
    2. 2. Objectives Describe roles of selling and relationship management Identify when to use personal selling Understand contributions of a salesperson Outline the steps involved in making a sale Understand ongoing nature of selling & marketing Describe major aspects of sales manager’s job Classify various forms of sales compensation Identify ethical issues facing sales personnel
    3. 3. Examples of Personal Selling Retail selling Field selling Telemarketing Inside selling 12 million people are engaged in personal selling in the United States Represents about 10% of the work force
    4. 4. Relative Importance of Advertising and Personal Selling Pre-transaction: Create recognition and info understanding Personal selling Advertising Post-transaction: Reminder and reassurance Transaction: Persuasion Personal selling Advertising Personal selling Advertising
    5. 5. Characteristics of Personal Selling Pro Flexibility Adapt to situations Engage in dialog Builds Relationships Long term Assure buyers receive appropriate services Solves customer’s problems Con Can not reach mass audience Expensive per contact Numerous calls needed to generate sale Labor intensive
    6. 6. Types of Salespersons ORDER GETTERS Current customers New customers ORDER TAKERS Inside Order Takers (via mail, telephone, internet) Outside Field Sales SUPPORT PERSONNEL Missionary Salespersons Trade Salespersons Technical Salespersons
    7. 7. Personal Selling Tasks Order getting Seeking out customers Creative selling Pioneering Account management Order taking Routine writing up orders checking invoices assuring prompt order processing Suggestive selling
    8. 8. Personal Selling Tasks Missionary Detailer Goodwill “Closers” Cross-functional Account service rep
    9. 9. You are part of the total product
    10. 10. FOLLOWING UP CLOSING THE SALE HANDLING OBJECTIONS MAKING THE SALES PRESENTATION APPROACHING THE PROSPECT Pre approach: QUALIFYING PROSPECTS PROSPECTING: IDENTIFYING POTENTIAL CUSTOMERS The Personal Selling Process
    11. 11. Creative Selling Process Prospecting: Identifying likely new customers Leads Developing lists of Potential Customers Pre-approach (Qualifying) Finding and analyzing information about prospects Evaluating a prospect’s potential
    12. 12. Approaching The Prospect HOW DO WE MAKE THE INITIAL CONTACT & BUILD RAPPORT There is only one time to make a first impression
    13. 13. Creative Selling Process Making The Sales Presentation Using Persuasive communication Hold Attention Stimulate Interest Desire “Tell the product’s story”
    14. 14. Creative Selling Process Handling Objections Questions Reservations Understand Concern Counterarguments Acknowledge concern Clues to process
    15. 15. Iceberg Effect 10% is visible Consumer Preferences Technology Simple (S – R) 90% is invisible Complex Interactions Competition/deals Personal emotions
    16. 16. Overcoming Objections IF HE HADN’T TOLD ME WHAT HIS OBJECTION WAS, I NEVER WOULD HAVE BEEN ABLE TO HELP!
    17. 17. Creative Selling Process Closing the Sale Closing signals Trial close Asking the prospect to buy
    18. 18. Creative Selling Process Following Up Commitments met Shipment Performance Reinforce L-R relationship Satisfied customers rebuy & recommend
    19. 19. Job quality: do it right the first time Servic e Prompt warranty work Awar d After-sales Service Ratings Speed .37 Reputation 3.38 Service Quality 7.87 Cost 4.39 10 0 Low 1 2 3 4 (SCALE: Degree of Importance) 5 6 7 8 High (JMR/Vol. 78)
    20. 20. A Key to Success Stay Close to Your Customer and LISTEN!

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